Facebook’s main use for all this knowledge is to target ads to you. In return, it provides the infrastructure for your sharing. That’s the bargain you make when you use Facebook. As its learning algorithms improve, it gets more and more value out of the data, and some of that value returns to you in the form of more relevant ads and better service. The only problem is that Facebook is also free to do things with the data and the models that are not in your interest, and you have no way to stop it.
